Meeting the right customers' needs profitably is busnesses' biggest challenge. With customer choice wider now that it has ever been, not least because of the emergence of the World Wide Web and other new technologies, competition is fiercer and pressure on margins greater than ever. The need to build long-term customer relationships that are profitable is paramount. Customer relationship management (CRM) seeks to organise a business around its customers. This book describes customer relationship management and explains why businesses are employing it. This book describes customer relationship management and explains why businesses are embracing it. It looks at the increasingly complex nature of customer-supplier relationships and demonstrates how to calculate customer life-time values. Subsequent chapters deal with relationship marketing, technology and business processes in support of CRM, CRM in a business-to-business environment, and the implementation of CRM. It concludes with 10 top tips.
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"Brilliant and inspiring even for an organization that has focused on building long-term profitable customer relationships, this book sets the context for the next millennium." -- Mike Norris, CEO, Computercenter pic
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Most Helpful Customer Reviews
40 of 41 people found the following review helpful
By A Customer
I work as a consultant in the CRM space and read every book on the subject. Most unfortunately are either rehashes of technology methodology and change management or focus just on one to one marketing without the full business perspective.
This book, however, breaks the mould. It is designed as a pocket book, with each page making a significant point on CRM supported with key bullet points. I get the feeling the authors could have written a 1000 page manual, but decided to condense their knowledge for maximum effect, into a book that can be read in a couple of hours.
If you are involved in CRM, carry this book with you. Generally, if you have an issue, you'll find it addressed in here and it won't take you an age to find it
22 of 23 people found the following review helpful
By A Customer
Last week I attended an internal CRM training session. This book was given out as part of the handouts. I never write book reviews, but felt inclined to on this one. I have been continually confused by CRM and wasted numerous time in internal meetings. If I'd have had it before, this book would have saved an awful lot of management time. It provides a complete context for CRM, shows the differences between busines to business and consumer organisations and has real practical planning and implementation templates. Thankyou.
6 of 6 people found the following review helpful
Interesting convenient format, easy to read and carry about the office. There certainly is a ton of information hidden between the pages. CRM is not my speciality but the gave me real insights into how companies will operate in the future. I can't stress enough that the format was so easy to use I would recommend it to any of my clooeagues in telemarketing, call centres and customer services.
Most Recent Customer Reviews
5.0 out of 5 stars
Cracking little book
I loved this book. If you've been involved in a CRM project before then this will help you to stop and think about the different stages you did or didn't go through and why. Read more
Published on 27 Jan 2010 by E. Biggs
5.0 out of 5 stars
Cracking planner for CRM
A great little reference for anyone planning a CRM implementation. Some interesting concepts that will assist anyone if developing work packages for a CRM programme.
Published on 21 Jun 2009 by B. Kyles
5.0 out of 5 stars
A complex subject made very clear and understandable.
I am a university lecturer in business studies in Barcelona and have long been looking for a book like this. Read more
Published on 5 Feb 2002 by cjorgesuni@hotmail.com
5.0 out of 5 stars
Refreshing change
At last, a book that clearly defines what Customer Relationship Management is and why it is here to stay. Read more
Published on 2 Nov 2001
5.0 out of 5 stars
Deceptively simple
Excellent book that looks as though it is going to be a bit noddy but actually has a lot of information and common sense. Read more
Published on 29 Oct 2001
5.0 out of 5 stars
Invaluable to any CRM project manager
Fantastic little book. Really comprehensive. Every part of CRM is broken down in simple manageable chunks. I wish I had this a year ago when my company first initiated CRM. Read more
Published on 23 Oct 2001
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